PUMA appoints Fokko de Rooij and Daniel Pustina to senior European roles
PUMA has strengthened its European leadership team with the appointment of Fokko de Rooij and Daniel Pustina to managing director roles.
The sportswear brand has hired de Rooij (pictured) as managing director Europe, with effect from 1 October.
Subscribe to TRBWith experience spanning sales, retail, supply chain and transformation management, de Rooij worked with Nike for 20 years, most recently as VP EMEA sales. Since leaving the company in 2025, he has served as an independent advisor to chief executives and boards in the sporting goods and fashion industry.
In his new role, he will report to PUMA chief executive Arthur Hoeld, who has temporarily taken over the duties of chief commercial officer following the recent departure of Matthias Baeumer.
In a further appointment, Daniel Pustina has become managing director cluster central, with responsibility for the brand’s European markets of DACH, Benelux, Eastern Europe and Ukraine.
Pustina has worked with PUMA in various roles since 2020, most recently as managing director Oceania, based in Melbourne. Before moving to Australia, he held several leadership roles covering DACH and Central Europe. In his new position, he will report to de Rooij,
Hoeld said: “The European market is a key pillar for PUMA. That’s why I’m happy we have found two leaders to advance the business in line with our strategic priorities.
“With Fokko, we have found an internationally experienced leader with a successful track record of leading organisations through large-scale transformations.
“At the same time, Daniel is well positioned to drive PUMA’s commercial performance in the important Cluster Central, given his deep understanding of the central European market.”
PUMA’s leadership of the two remaining European clusters, South (France, Italy, Spain and Portugal) and North (UK and Ireland, Nordics), remains unchanged, with Christophe Cance (South) and Lucynda Davies (North) reporting to de Rooij going forward.
